case study on disney

NAME: ROUNAK SARKARCOLLEGE: NATIONAL INSTITUTE OF TECHNOLOGY, TIRUCHIRAPPALLI

CONTENTS:• INTRODUCTION AND A BRIEF HISTORY.• CONSUMER PRODUCTS• SEGMENTATION • COMPETITION • SWOT ANALYSIS RECOMMENDATION• WHAT MAKES DISNEY SPECIAL AMONG ITS CUSTOMERS?• THREATS FACED BY DISNEY• CONCLUSION • DISCLAIMER

INTRODUCTION AND HISTORY:Founder : Walt Disney and his brother Ross.

Established in the year 1923.

Started licensing its characters in the year 1929.

First TV programme in the year 1954.

Disneyland opened in California in the year 1954

INTRODUCTION AND HISTORY(contd.)Acquired BC media company in 1996.

Four major categories of Walt Disney- Disney Media Networks. Disney Studio Entertainment. Disney Parks and Resorts. Disney Consumer Products.

BRIEF HISTORY:

DISNEY LISENCED ITS BRAND CHARACTERS TO

MERCHANDISE TO BE SOLD AT RETAILS

OUTLETSIN THESE CATEGORIES

APPARELS, FOOTWEAR AND ACCESSORIES

PUBLISHING AND TOYS

BUENA VISTA GAMES

HOME AND INFANTS ACCESSORIES

FOOD, HEALTH, BEAUTY, ELECTRONICS AND STATIONARY

DEMOGRAPHIC SEGMENTATION-ADULT AND CHILDREN.

BEHAVIOURAL SEGMENTATION- TASTE FUN AND MAGIC.

COM

PETIT

ORS

DOLE

GREEN GIANT

WARNER BROS.

SESAME WORKSHOP

FRESH EXPRESS

NICKELODEO

N

OPPORTUNITYFURTHER DIVERSIFICATION NEWER TECHNOLOGIES AND

MARKET

WEAKNESSHIGH R&D COST

HUGE AMOUNT OF INVESTMENT

THREATSRECESSIONS

UNCONTROLLABLE CHANGES IN TECHNOLOGIES AND

CONSUMER CONSUMPTIONOTHER COMPETITORS

STRENGTHHIGH BRAND VALUECREATIVE PROCESS

RESPONSIVENESS TO THE MARKET

DCP developed a broad range of products with Cincinnati based Kroger supermarkets.

RECOMMENDATIONS

R&D STRENGTHENING

STORY TELLING THROUGH TECHNOLOGY

CREATING NEW CHARACTERS

WHAT MAKES DISNEY SPECIAL AMONG ITS CONSUMERS?

New concept of gaming known as Disney Infinity which allows its consumers to play with many Disney characters at the same time.

THREATS FACED BY DISNEY:

PRODUCT DEVELOPMENT DECISIONS:

Products that already are broad appealing such as milk must be made healthier.

Healthy food can be filled with fun by giving them the shape of the Disney characters.

DCP launched offering of fresh fruits.

CONLUSION•Contribution of wide distribution and Disney magic meant that DCP would win over people all around the world.

•With nutrition and dietary plan adopted by Disney the obesity epidemic can be effectively countered.

•DCP also plans to make ties with other retailers, other than Krogers.

CREATED BY: ROUNAK SARKARCOLLEGE: NATIONAL INSTITUTE OF TECHNOLOGY, TIRUCHIRAPPALLI

UNDER:PROFESSOR SAMEER MATHUR

INDIAN INSTITUTE OF MANAGEMENT, LUCKNOW